Students Are Not Customers: Reframing Student’s Role in Higher Education Through Value Co-creation and Service-Dominant Logic

Mario R. Paredes

Research output: Chapter in Book/ReportChapter

2 Scopus citations

Abstract

This study explores student’s role in higher education (HE) in terms of Service-Dominant logic and value co-creation. Traditionally, students have been designated as HE customers through the metaphor “students-as-customers.” This study challenges this notion by highlighting the limitations of this view, which is mainly based on HE institutions’ traditional marketing practices. Instead, through a critical review, based on service-dominant logic of marketing, and based on the recent research, it proposes that HE should be conceived as a service ecosystem, where students are active players with the main role of co-creating their education. Specifically, students should build an identity in an ecosystem that promotes better learning experience. Implications for university policies are discussed.

Original languageEnglish (US)
Title of host publicationImproving the Evaluation of Scholarly Work
Subtitle of host publicationThe Application of Service Theory
Place of PublicationSuiza
PublisherSpringer International Publishing AG
Pages31-44
Number of pages14
ISBN (Electronic)9783031176623
ISBN (Print)9783031176616
DOIs
StatePublished - Oct 1 2022

All Science Journal Classification (ASJC) codes

  • Economics, Econometrics and Finance(all)
  • General Business, Management and Accounting

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